Destination Image, COVID-19 Perceived Risk and Intention to Travel: Malaysian Case
Abstract
The current study aims to analyse the impact of destination image and perceived risk on tourists’ intention to travel to urban cities of Malaysia during the covid19 pandemic. The study addresses the effects of risk and destination image on the perception of destination risk and how the perceptions of destination risk impact travel during the covid-19 pandemic by utilising the planned behaviour theory. A total of 237 respondents participated in the current study. Warppls (7.0), a variancebased structural equation modelling (sem) software, was used to test the research model. The empirical results offer exciting insights into urban tourism services on important factors to consider while designing safety measures and practical actions to restore urban tourism. The study offers novel findings. First, the study empirically revealed the travel intentions of tourists travelling to Malaysia during the coronavirus situation. Second, the study’s findings exposed quantifiable insights to make Malaysia a preferable tourist destination.
Keywords: covid-19, destination image, perceived risk, intention to travel, theory of planned behaviour, Malaysia
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